color circles, flat icons in a speaker shape: digital marketing, social media, network, computer concept. abstract background with connected objects in integrated group of element.

When Brands Miss the Mark

Brands know in this day and age that being part of the conversations their consumers care about is key to a successful campaign. Yet, what brands seem to fail to realize is how much risk there is in entering a conversation where you simply don’t…
an owl with glasses is reading a book in the woods

You Get What You Give

This is an important week in my professional life. I am celebrating five years of service with Ideba, and it has caused me to look introspectively at my time as an intern, a research analyst, and a research manager for the company. Although…
Magnifying glass on page of book

Brand Building: Research First

Great branding is the most direct and powerful way for your company to tell the world who you are and what you stand for. But how do you filter all your creative design options to both please the client and reach consensus within your team? Even…
39083675 - robot working on laptop (done in 3d)

The Robots Have Terrible Taste

Last year, McCann Japan built an artificial intelligence creative director (AI-CD).  The machine uses troves of past advertisements to draw upon to create a new ad.  The client, Clorets, got to pit man and machine. Two ads were created, you…
cctv camera technology on screen display

Please Don’t Share

In what we euphemistically call “Middle Age,” (I don’t know many 116 year olds, do you?), I don’t pretend to know how anyone of a younger generation thinks.  I keep abreast of technologies and tools that they use because I make a living…
frustrated traveler with luggage

Salvaging the Customer Relationship When Things Go Wrong

I love traveling, but detours and interruptions can make it incredibly frustrating. A recent travel experience reminded me that sometimes companies can’t fix their mistakes, but they can mitigate them effectively and leave customers feeling…
closeup hand arrange wood letters as csr abbreviation(corporate social responsibility)

Commercial Social Consciousness

A new trend emerged during this year’s Super Bowl: a growing social consciousness in the content of the commercials.  It’s pretty obvious to observant U.S. citizens that we’re now in an age of insensitivity compared to the past decade…
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Lollipop Moments

A couple of years ago, I had the opportunity to become involved in a student leadership group that allowed me to attend a number of conferences across Canada. One of the first conferences I attended featured a keynote speaker I had seen in…
Alfa Romeo car

Will Fiat Chrysler Be Able to Summon a Dragon?

For me, the biggest surprise of the 2017 Super Bowl was not the remarkable fourth quarter comeback by New England Patriots. Although unexpected, I was more surprised to see repeat, big-bucks advertising and lead-ins for Alfa Romeo—a vehicle…

Just Say No to Instant Infographics

It’s a fact (but maybe not a surprise) that our attention spans are decreasing: A 2015 study reports that the average human attention span has decreased by 4 seconds in the past 15 years. What's a content marketer to do? Get visual. Research…